Creative

Johnnie Walker One Walk

On inauguration day 2017, we launched a video to celebrate one of America's most iconic songs. We reinvented Woody Guthrie’s “This Land Is Your Land” to those who are moving forward.

During the Grammy's 2017 week, the song was selected to the Grammy's Hall of Fame, Woody Guthrie's daughter Nora hand picked Chicano Batman to perform their rendition of the song during the ceremony, she said it was her favorite version of it, and one her father would've loved.

Credits:

Group Creative Director: Steve Peck

Creative Director: Mauricio Galvan

Creatives: Ilia Isales, Eddie Barrous

Jane Walker

Jane Walker is much more than just a logo or a special bottle, it was never a brief on how to attract female consumers, or a creative director's bid for an award-winning idea.

We came up with the idea to make a female logo for the brand, not to attract women to buy the whisky, but to recognize and communicate with the women who already drink it, despite its reputation for being a "man's drink."

This idea has had a private life of its own, with its conception in July of 2016.

There was a lot to consider:

Should we launch it with projections in major cities when Hillary wins?

Welp.

Should we release it in allegiance with the Women's March and establish her as a mark of progress?

Hmmm.

Both tricky questions for a brand that ultimately is trying to sell a product.

The idea went into research.

A year and a half later it's out as a special bottle for everyone to enjoy (or disenjoy...as they please)

Note: Role-wise, I was part of the creative team that came up with this idea. I wasn't there when it finally launched.

video: if you’d like to see the spot which may never air, please email for password.

Creatives: Ilia Isales, Eddie Barrous, Mauricio Galvan

Tide

The Super Bowl is one of the most-watched events in the United States, both for the fierce competition and top-notch advertising that is customarily released.Our team noticed two trends surrounding the big game coming to fruition and soon found and opportunity for Tide.

Advertisers have made pre-releasing creative the standard, which provided us with the chance to not only plan around who will be in the Super Bowl, but tailor our creative to be hyper-relevant. After successful tweets Tide uncovered to the world the role social networking and multi-screen viewing have during this prolific game. We then realized that Tide had a way in to connect with viewers during this event and effectively bridge the gap between all screens.

Using a unique response creative development approach, readily available technology and an ingenious method of loading our content, we were able to share our message,“Tide Gets it Out” in the most cost efficient manner.

Johnnie Walker Keep Walking America Anthem

We created an anthem spot to launch the first campaign in North America for Johnnie Walker in the last 20 years. Johnnie Walker wanted to show the new face of America, that's thriving and prospering for a greater nation. The anthem spot was launch during election night, to deliver a message to remind Americans what we're all about, unity, diversity, freedom.

Credits:

Creative Director - Mauricio Galvan

Creatives - Ilia Isales, Eddie Barrous

Buchanan's Feat. Balvin

Our challenge was to position Buchanan's Whisky at the centre of Hispanic culture in the United States. We created an overarching campaign with the call to action 'Es Nuestro Momento' (It's Our Time) to directly acknowledge the changing face of America. Es Nuestro Momento illustrated the sense of inclusivity and pride that comes with being Latino in the United States today. After recent collaborations with Pharrell Williams and Justin Bieber we recruited Colombian pop star J Balvin to front the campaign. He epitomizes the heights that Latinos can scale, not just in the U.S. but across the entire world.

We then created a contest like no other. We gave consumers the chance to create a song with J. Balvin. The winner was singer Eldelamusic from Miami, FL. check out the banging track below.

The campaign won Gold at the ANA Conference in the Category of Significant Results...And became the best performing contest in the history of the SoundCloud music platform, outperforming all benchmarks for similar programs.

Credits:

Creative Director: Mauricio Galvan

Creatives: Paul Mann, Mike Cuthell, Eddie Barrous, Ilia Isales

Buchanan's Social Responsibility Films

Buchanan's tasked us with creating a social responsibility campaign for Latin America and the United States where over consumption is a big issue. We found insights that Latinos do while drinking, those insights created our campaign's message Normal vs Impressive. The Impressive thing is saying no that extra shot, or helping your friend pull an Irish exit. The campaign is not out yet, but, it'll run in the United States, Mexico, Dominican Republic and Colombia.

Please email for password.

Credits:

Creative Director: Mauricio Galvan

Creatives: Ilia Isales, Eddie Barrous

Verizon + Pittsburgh Penguins

Verizon asked us to create an immersive experience that would excite hockey fans at the Consol Arena, and ultimately yield more traffic to Verizon’s footprint inside.

In response, we created an experiential celebration of something the brand embodies – speed. The Verizon Slapshot Challenge is an experience where fans can measure how fast they can hit a puck into the back of the net. Each session gets recorded and automatically generates shareable social content for fans to flood their social media channels with. In a span of only 10 home games, over 800 fans have tried the challenge and uploaded their GIFs to Twitter and Facebook.

But that's not all. Fans also got the chance to play with the first Digital Air Hockey Table in a hockey arena in the East Coast. See more on the right.

Yankee Stadium Subway Takeover

We were tasked with creating a New York Yankees specific striding man. After creating a new striding man for the Yankees, we were tasked with doing a subway station takeover.

Designers - Nate Blowers, Alex Kutcha

Copywriter - Ilia Isales

Creative Director - Jared Elms

What would Yeezus do?

What Would Yeezus Do? When Kanye released his album YEEZUS in 2013, We created a site that asked the simple question, WHAT WOULD YEEZUS DO? The site replied answers from Kanye's lyrics using a pre-determined keyboard algorithm that we created for three days straight on an Excel document.

Illustration by Jamie Tao

Johnnie Walker Flags

We wanted to take Johnnie Walker's iconic striding man to a new level. So, we partnered with Alex Trochut to create these unique Striding Men that will run in their own markets.

Johnnie Walker Local OHH

To keep the spirit of the Keep Walking America campaign, we went a step further and created city and neighborhood centric billboards.